Audio Branding

Hosted by Jodi Krangle

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Aug 2026

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Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I explore that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music, technology and science. Want to be a guest on Audio Branding? Do you contribute something unique to the world of sound? Send me a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle and we'll talk. This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

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August 12, 202630 min

Sound in Advertising: Emotion, AI, and Creative Risk with Laney and Matt McCormick

“I don’t think AI quite has us figured out yet because, as human beings, we’ll listen to sad songs to feel better. I don’t think it understands that. That’s true, it’s contrary… Yeah, I mean, I think that AI has its place. I’m not all against it, just as a matter of course, I just think that it shouldn’t replace our creativity. That’s what makes us human, and I don’t want to see a computer replace that. Yeah, I want it to clean my house and cook my meals so that I can create.” – Jodi Krangle & Laney McCormickThis episode is the second half of my conversation with music supervisors Laney and Matt McCormick as we talk about how AI music’s changing the way human musicians approach their work, striking the right balance between playing it safe and making a memorable sonic impression, and how COVID and the rise of social media have changed sound editing and our approach to sonic branding.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – AI and CreativityOur conversation continues as Laney and Matt talk about the impact of AI on their industry, such as how fast musicians who find themselves competing with AI feel they have to work. “The speed’s definitely an issue,” Matt says. “It’s not easy to crank out an authentic song, and it’s not even easy to crank out an inauthentic song. In a lot of ways, it’s even harder.” Laney notes some of the trends she’s seen in music marketing and how positive messaging is making a comeback. “I see more for that whole motivational lyrical content,” she explains, “They want rap and hip hop beat, female vocal, clean lyrics, and we see a lot of requests come in with female vocals. I think that’s really cool.”(12:45) – Trends in Music LicensingThe discussion turns to pop culture and how sound is becoming more and more important in making a strong impression. “Stranger Things has a huge budget for music,” Laney tells us, “and they’re using huge tunes, and those are, you know, those are the supervisors acting as influencers in many ways. ‘Running Up That Hill’ was a B-side, and here it is, huge again.” Matt adds his thoughts on the musical risks brands are willing to take in order to stand out. “Everybody always wants to do something different, but that’s a risk, right?” he explains. “I mean your large brands, whether it’s Coca-Cola, Amazon, Nike, Taco Bell… Are those brands willing to take, like, a really huge risk with music and with sound? And the answer for me is, I don’t know. But I don’t see it very often.”(20:00) – The Role of Sound in AdvertisingAs our conversation comes to a close, Laney and Matt tell listeners how they can get in touch, and they both share their thoughts on the power of sound and its importance in our lives. “Music specifically for me is a therapy of sorts,” Laney says. “It doesn’t matter what my problem is, what my mood is, or what activity I need to do, want to do, or have to do. There is a genre and a record that will make that easier for me.” Matt talks about sound’s ability to connect us to one another, and how it creates a common ground for people from every walk of life. “Sound moves you,” he tells us. “And it can be a common ground for everybody in a way. It’s hard to listen to an emotional piece of music and not be emotional and not feel that with the person that’s next to you or multiple people next to you.”Episode SummaryOur discussion on how AI affects human creativity in music.Laney and Matt reveal the current trends in music requests and licensing.Matt and Laney discuss why they prioritize authentic music in their work.Connect with the GuestConnect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

August 5, 202634 min

AI in Music Licensing with Laney and Matt McCormick

“That’s one of the biggest things that scares me the most about composing with AI. It’s that, whatever AI model you’re on, how was it trained, and was that material copyrighted? And was there any kind of permission for that to happen? And you, as the end user, don’t know.” – Laney McCormickThis episode features a pair of guests who are passionate about helping creatives elevate their stories through music. As the founders of Scene Support Music, they specialize in pairing authentic music with visual media, ensuring that brands and stories stand out. As former music educators, they prioritize education in every collaboration, guiding filmmakers and musicians through the creative and legal intricacies of music licensing. Based in the Midwest, outside the traditional film and advertising hubs, they bring a fresh perspective to the intersection of music and storytelling. Between them, they hold multiple advanced degrees in conducting, education, percussion, and communications, but they believe their most valuable lessons come from lived experience, along with the occasional failure.Their names are Laney and Matt McCormick, and, beyond their work in music and licensing, Laney serves on the board of Women in Film Cincinnati and Cindependent Film Festival. Together, Laney and Matt continue to perform as musicians on stages across the country and internationally. If you’ve ever wondered what makes music truly move us, this is a conversation you’ll really enjoy!As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – From Teaching to Music LicensingOur conversation starts as Laney and Matt recall their earliest memories of sound and how they got into the business of music licensing. “Hearing that band play for the first time,” Laney says, recounting a memory from elementary school, “and seeing her band director, who was… very proper and wearing a black suit, and I thought, ‘I want to make that sound in this environment with those kind of people.’ Like, I want to be a band director. And that’s what I did for a really long time.” Matt shares his experience as an indie musician and how it segued into commercial music. “I remember this is the exact one where light bulbs started to go off in my head,” he recalls. “A music supervisor had reached out and said, ‘I need thirty seconds of upbeat, positive music for an apparel commercial that’s for the holidays, but it doesn’t have to be holiday music.’ And he was like, ‘money’s kind of low for it, $7,000.’ And honestly, for me at the time, and even now, $7,000, that doesn’t sound too low.”(10:00) – The Challenge of AI in MusicLaney and Matt tell us more about their role as music supervisors and how it ties into the process of music licensing. “A sync agent represents a catalog of music for licensing,” Laney explains. “A music supervisor can contact sync agents to find music and make playlists for a director, and then a clearance specialist, which is what we’re doing, like one-offs for ad agencies who will come in and say, ‘I want this specific song.’ There’s no searching involved. ‘Will you just get me the rights for that?’ And a music supervisor will use the skills of both other things at the same time.” Our conversation turns to how AI is impacting their side of the music business and the differences between traditional musicians and AI artists. “Some artists will contact us and be super odd,” Matt adds. “And it’s like, ‘Hey, I’m an AI artist,’ and I don’t want to be like, ‘Hey, AI is a bad thing. We’re not going to do it.’ And I’ve only talked to one person, but when that artist contacted me, and he’s like, ‘I’m an AI artist,’ I was like, I definitely want to have a conversation because I want to know what is going on there.”(25:00) – The Importance of AuthenticityAs we wrap up the first half of our discussion, Laney explains the different processes involved between licensed tracks and licensed covers. “That can drastically affect your bottom line,” she tells us. “Like, my cover of a Beatles song is not as expensive as the original recording. But the publishing is going to be the same whether you use the original or whether you use a cover.” Matt talks about the explosion of the licensed cover market in recent years and how it’s helped streamline the process for finding the right song track for the right client. “There are so many covers that are already out there,” he explains, “that chances are, like, if we’re working on a film and we need a cover song, my first thought doesn’t go, ‘Hey, let’s get somebody to record that.’ My first thought goes, ‘I’m going to send an email to every catalog holder that we know to see what they already have of that.’"Episode SummaryLaney and Matt share personal stories about how sound influenced their lives.Exploring the implications and challenges posed by AI-generated music.Laney and Matt discuss why they prioritize authentic music in their work.Tune in for next week’s episode as we discuss how sometimes even the best composer might not be the right composer, how vintage songs and positivity are making a surprising comeback, and what shows like Stranger Things have taught us about both following and setting musical trends.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

July 29, 202630 min

Sonic Branding: Why Podcast Engagement Beats Downloads | Neil Cowling

“We did a sort of special launch episode with the King, um, who’s so knowledgeable, so passionate, you know. I don’t know whether he’d just read up about it, but it doesn’t feel like it. It feels like it really tapped into something that he wants to talk about and knows how to talk about. Um, so yeah, a dream guest, frankly, in so many ways. Um, and Kate’s a great interviewer, and there are another three episodes of that after it, but yeah, it was. When you talk about sonic branding, you know, there aren’t many people in the world whose voice everybody recognizes.” – Neil CowlingThis episode is the second half of my conversation with podcast and audio promotions expert Neil Cowling as we discuss the scams and pitfalls of podcast promotion, why podcasting’s evolved a more collaborative culture than traditional radio, and what the King of England has for breakfast.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(12:28) – How Sound Influences Brand IdentityMy conversation with Neil continues as he tells us his process for building an authentic connection between a brand and podcast. “We do try and spend an extended amount of time saying, ‘What is your tone of voice? If you can imagine a celebrity that would be your dream spokesperson, who would that be? What words do you use and not use in your other communication?’” he explains. “And all of that feeds into a general vibe that hopefully when people are listening to a podcast, they’ll understand that it’s from you.” We discuss podcasting metrics, from clicks and listens to downloads, and the perils of paying for services that promise a quick boost. “Someone goes in and promises they’ll have a million downloads or that it will create an instant ROI for your product,” he cautions. “We avoid saying that because we are really talking about it as a long-term brand building exercise.”(00:00) – Podcasting With the KingWe discuss the transition from broadcast radio to podcasting in the 21st century, and why, in Neil’s experience, radio’s competitive culture hasn’t carried over to podcasting. “Radio is a real kind of dog-eat-dog medium,” he says, “partly because there are only so many radio listeners and you’re all fighting over the same time slot. Everybody wants to be the biggest breakfast show… whereas in podcasting, there’s more of a sense that somebody else’s success is not at everybody else’s detriment.” He tells us about some of his most memorable podcasting experiences, including his team’s surprise interview at Windsor Castle with not only Cate Blanchett but His Majesty, King Charles III. “Hannah had the honor of having asked the King what he had for breakfast,” Neil recalls, “you know, to test the microphone. The answer is nothing, if you’re interested. He hasn’t eaten breakfast for years.”(27:40) – Building Podcast EngagementAs our conversation comes to a close, Neil shares his thoughts on why radio ads are on the way out and what’s replacing them in the podcast market. “Radio ads are rubbish,” he tells us. “Most radio ads are done at the last minute by an ad agency who, again, thinks it’s easy. They’ve spent three months working on the TV, and they’ll knock together a radio script and push it out there.” We discuss whether pre-roll or mid-roll ads are most effective at reaching their audience, and the unique outreach that host reads offer podcast sponsors. “Give us your bullet points, give us the things that absolutely have to be in there,” he says. “But also allow a bit of levity and a bit of leeway for those presenters so that they can take what the audience already loves about them and transfer it to your brand.”Episode SummaryBalancing brand consistency with collaborative podcasting.Neil explains the key metrics for measuring podcasting success.Exploring the branding benefits of podcast collaborations.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

July 22, 202637 min

Branded Podcasts: How Brands Earn Attention and Build Trust | Neil Cowling

“So the answer to why is that podcasts, whether they’re audio only or, nowadays, the vast majority are including video as well, provide a depth and a nuance and a detail of conversation that is almost impossible to get anywhere else. So, you know, we live in an age where people are scanning TikTok and brands are trying to catch your attention for three seconds. And they feel like that’s a triumph. If you’ve stopped scrolling for just three seconds and looked at their thing, it doesn’t really matter if you’ve clicked through. And so, in an age where attention is so valuable, podcasting creates a level of attention that no one else except cinema can compete with.” – Neil CowlingThis episode’s guest is the founder of Fresh Air, the leading branded podcast agency in the UK and the most awarded podcast company in Europe. Before getting into podcasting, he spent years creating documentaries and promotional campaigns for some of the BBC’s biggest shows, such as Doctor Who, the Olympics, and Luther. He’s one of the UK’s leading experts in how to use audio to build a brand’s unique tone of voice, creating work that drives client results and provides entertainment for listeners. His name is Neil Cowling, and we’ll be discussing how brands can earn real attention, balance creativity with business goals, and use sound to connect more deeply with audiences.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – The Value of PodcastingAs our conversation starts, Neil shares his thoughts on when, and whether, it’s okay for podcasters to take a break, and how a comedy cassette featuring Rowan Atkinson opened his eyes as a child to the power of sound. “What I love about audio is the fact that I can write something, it comes out of my head onto a page, and then I can make it and not really involve anybody else,” he explains. “I have an idea, and all I need in order to make that come alive is a brilliant script, a great voiceover artist and some sound design.” We discuss how podcasting has evolved over the past ten years, and why more companies are embracing it as a medium. “You can tell stories of extraordinary people all over the United Kingdom,” he tells us. “And a great way to do this, and, frankly, a cheap way to do this, is to do it on podcasts, because you don’t need a big set, you don’t need a location shoot.”(12:28) – Building a Brand’s Audio IdentityOur discussion turns to branded podcasting and how it allows content creators to focus on important niche topics that might not have a chance to build an audience otherwise. “Most of the people in the world will never listen to a podcast that’s aimed at insurance brokers,” Neil notes, “but those people love it and find it super valuable. And so is a lot of this kind of brand work, and that extends to all sorts of types of organizations, like, we do lots of charity work.” He tells us why downloads are no longer the key metric and what it takes for a podcast to succeed in today’s world. “For some reason,” he says, “there’s this residual feeling that, because so many people do make great podcasts from home, that it must be easy. It’s really not. Even if you’re doing it from home, it’s really not.”(27:40) – The Future of Branded PodcastsThe first half of our conversation comes to a close as we look at the untapped marketing potential of sonic branding, particularly in social media spaces. “Some of the biggest brands in the world, you’ve no idea what they sound like,” Neil says. “They’ve thought really hard about what they look like, and there are tons of people employed to create the brand guidelines and make sure that they are guarded with their lives. As soon as you say, ’ What’s your audio brand? ’, they haven’t got a clue.” He talks about his work in such projects as the London Olympics and Doctor Who, and what Doctor Who in particular can teach us about audio branding. “The Doctor obviously changes every couple of years,” he notes. “You can change the characters, you could change the look of the TARDIS if you wanted to. If you change the noise of the TARDIS or the theme tune to Doctor Who, though, there would be a riot amongst fans of the show... It’s probably one of the best examples of sonic branding.”Episode SummaryHow podcasting creates a deeper level of engagement than other media.Neil talks about the benefits of creating evergreen podcast content.Exploring how brands can better leverage audio in their marketing.Tune in for next week’s episode as we reveal the key metrics for gauging a podcast’s success, what sets the advertising culture of radio and podcasting apart, and what Neil learned from his recent podcast interview at Windsor Castle with Cate Blanchett and His Majesty, King Charles III.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

July 15, 202629 min

Voice Resonance: How Gravitas Builds Trust with Cynthia Zhai

“Scientifically, it’s because that voice is vibration. So when it’s vibration, it needs a medium to be heard. Like, if we are in outer space, we hear nothing because there’s no medium to convey the sound. And then once we’re back on Earth, we have media. And when we are listening to ourselves, the sound is vibrating in the head. So, the medium, the media, they are liquid, they are solid, the bones, so that’s the medium that they are resonating in. But when we’re recording ourselves, the medium is air. And then of course, fortunately or unfortunately, when people hear us, the voice is also vibrating in the air. So that’s why I tell my clients, if you want to know how much suffering you’re putting people around you through, you must listen to yourself.” – Cynthia ZhaiThis episode is the second half of my conversation with voice coach, TEDx speaker, and best-selling author Cynthia Zhai as we discuss the value of silence in public speaking, why our recordings never seem to sound like ourselves, and her insights into the trend of AI -generated narration.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – Understanding GravitasThe second half of our conversation begins as Cynthia elaborates on the meaning of gravitas and how speakers can best convey a sense of it. “[Gravitas] just means that seriousness in the voice,” she says, “so when a leader speaks, if they are speaking with a voice that conveys this kind of seriousness, the heaviness that it gives people the impression that these leaders know what they’re doing.” We discuss the challenge of maintaining an engaging pace while speaking, and why speeches are as much about silence as sound. “One very simple example that I use in my classes,” she explains, “is when we announce the lucky draw winner. So we say, ‘The lucky draw winner is…’ After that, we pause, right? We pause so long that we are building up the suspense, building up people’s anticipation.”(12:56) – The Role of PresenceCynthia describes her four tips for speakers to keep in mind, such as the impact they have on listeners. “The first one is people have to know how their voice affects people physically,” she says. “Either they give people goosebumps or make people relax.” We discuss that age-old riddle of why our voices never sound like our real selves in a recording, and why she always asks for a recording of her clients as part of her teaching process. “When I hear myself in my head, ‘Oh, it’s so deep.’ But when it’s recorded, it’s not. Or they feel, ‘Oh, it’s so nice,’ and recorded, it’s not. They have to listen to themselves.”(25:30) – The Impact of AI on VoiceOur discussion turns to AI and its growing role in narration, and how Cynthia’s recent encounter with a voice clone of a teacher who’d passed away quickly revealed itself as AI. “The way that they’re talking, you can tell,” she says. “The more you listen, the more you can tell it is by AI because, for example, humans, when we are talking, we can say, ‘Ah, I see,’ that there’s a certain emotion that we carry where the AI, when you listen, it doesn’t.” She tells listeners how they can get in touch and offers her parting tips on becoming a better speaker. “Even if they don’t end up working with me,” she says, “I hope that this opens up some window where they realize, ‘The voice I was born with can be changed.’"Episode SummaryCynthia explains what gravitas means and how it can be developed.Techniques for effectively using silence and pauses in speech.The growing impact of AI voice clones and where they still fall short.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

July 8, 202633 min

Leadership Voice: How to Sound Calm in Uncertain Times with Cynthia Zhai

“I think one thing we mentioned just now, which is equanimity, that, of course, for them, they didn’t realize the word. It was also something, the word that I’ve learned over the pandemic, so I think that’s one thing where that equanimity, how you can stay grounded and centered, even if you are going through chaos, even if there is chaos in your head. So how you can stand grounded, and you can sound calm when you’re talking to people, and even also in the pandemic, a lot of times the leaders don’t know the answer either. So even if you don’t know the answer, even if you feel the future is uncertain, you can still come across as calm and certain with the people you’re leading.” – Cynthia ZhaiThis episode’s guest is a voice coach, Professional Speaker, and best-selling author. She’s also a two-time TEDx speaker, and she’s helped professionals from 56 countries across six continents learn how to speak with a powerful voice. Her name is Cynthia Zhai, and she’s been a professional speaker and coach for the past 23 years, with engagement spanning five continents in 25 countries. She’s also been on this podcast before, though it was pretty much at the very beginning of things in 2020. We had a lot to catch up on, and the topic of communicating effectively is more important than ever. If you want your voice to have more impact and influence, you won’t want to miss this discussion.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – Developing Your Leadership VoiceAs our conversation starts, Cynthia shares the memories that have influenced her career in sound, such as hearing Martin Luther King’s famous “I Have a Dream” speech. “I think that speech itself, the voice with emotion, the voice with a lot of passion, that’s what really moved me,” she explains. “Plus, later on I heard about how the speech he delivered was not the original speech. I think that’s even more impressive.” We talk about how things have changed since her last appearance on the show and what inspired her second book. “The first book came out ten years ago, 2015,” she tells us, “so now, ten years later, some new ideas have come to me. I’ve got some new inspiration, plus all the different clients I work with, so there are even more case studies. And so that’s what I did.”(12:28) – Equanimity in LeadershipCynthia tells us about equanimity and how it guides her philosophy as a voice coach and speaker. “Equanimity is a Buddhist term that means that you stay centered and grounded even in the midst of chaos around you,” she says. “Even if you feel that it’s uncertain, you feel a little bit panicked, but as a leader that, when you lead, you have to still come across as calm, composed, and certain.” She tells us why having a soft voice is no obstacle to being a powerful speaker, and her approach to helping clients overcome the doubts that keep them from speaking with confidence. “It’s because there’s something that in their mind is holding them back,” she explains. “For example, they don’t dare to take up space. They have grown up in an environment where it’s not encouraged… Or there are clients who are fearful of visibility or even authority. Once they have all these, it will affect the way they speak.”(27:40) – Overcoming Stage FrightThe first half of our discussion comes to a close as Cynthia recalls how she ended up taking her own advice about journaling to get in touch with your inner self. “I’m going to do what I have told my clients to do,” she says. “So I wrote it down, and once I wrote down all the thoughts running through my head, I felt so relieved, I said, ‘Oh, okay.’ Then I went back to sleep.” She offers her tips for overcoming stage fright and talks about the importance, particularly these days, of showing empathy and understanding in public speech. “Since the pandemic, a lot of researchers have shown, and also it’s attested by many clients as well, that people are more and more towards leaders who show compassion,” she tells us. “That’s why that compassion has become a very key element when they’re speaking.”Episode SummaryCynthia explores how compassion shapes audience perception.Discussion on the meaning and value of equanimity for leaders.Strategies for managing anxiety before public speaking.Tune in for next week’s episode as we discuss just what it means to have gravitas, Cynthia’s techniques for building a stronger connection with your audience, and how her uncanny encounter with the voice clone of a favorite teacher showed her both the power and limitations of AI in sound.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

July 1, 202625 min

Music in Film: Why the Wrong Score Changes Everything | Jayson Johnson

“I guess that’s encouraging, and it’s scary at the same time, because, you know, there are a lot of people in the industry that depend on the creativity that they’ve worked years and years and years to kind of master and to get to this point. And then all of a sudden, someone says, I don’t want to pay this person. Let’s just have AI do it. And, you know, it does a comparable job, if not better. So it’s something that I think as a creative, I try not to be fearful of, but I do think about it as a competitor and as an ally at the same time.” – Jayson JohnsonThis episode is the second half of my conversation with founder of Strike Five Films, Jayson Johnson, as Jayson shares his creative philosophy and advice to young filmmakers, the impact he sees AI having on the creative industries, and why the world, especially now, could use more comedy.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – The Power of Music in Film The second half of our discussion starts with Jayson’s firsthand experience with film scores and how a last-minute change to a climactic scene completely changed its tone. “We found an artist who made this really awesome song, and he was local, so he wasn’t signed quite yet, and I just approached him, I said, ‘Do you think that we could use your music?’" Jayson recalls. “And so we put that music in there, and that completely changed the dynamic of it.” He shares the advice that award-winning director Terry Zwigoff gave him, and how he only later came to appreciate its significance. “He said you just have to be yourself, and I was kind of disappointed with that answer because everyone’s looking for the hack,” he explains. “I realized that he was completely right, that… you have to be yourself and just do things that, you know, excite you. And in that way, it’s going to come across as authentic.”(12:30) – Advice for Aspiring FilmmakersJayson offers his thoughts about the AI boom and advances such as the now-discontinued Sora app from OpenAI, and his advice to young filmmakers. “I would suggest that they really think about what they want to accomplish with sound,” he says. “A lot of times people use sound as an afterthought, and I would ask them to think about what exactly they wanted to execute beforehand.” He tells listeners how they can get in touch and talks about some of his upcoming projects, including one movie genre that’s fallen out of the limelight in recent years. “I’m going to try my hand at comedy,” he explains, “because, you know, Hollywood says that comedy is dead, and I just don’t believe that. I think people need to laugh at things… You can root for the underdog and feel good leaving the theater and, just for two hours, you don’t have to think about the madness that’s going on in the world.”Episode SummaryDiscussion on how AI is shaping the future of film production.Jayson offers tips on how to integrate sound into storytelling effectively.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

June 24, 202624 min

Film Sound Design: Why Bad Audio Makes Audiences Leave | Jayson Johnson

“Sound is a really important part of how I make movies because I always tell people that if the sound is good and the picture is bad, then you’ll stick around to see what happens. However, if the sound is terrible and the picture is great, you’re out of there in like ten minutes. So sound is something that I always cherish. And I think that the right filmmaker who appreciates sound can really take advantage of what we think about and use, you know, the viewer’s imagination. A lot of film pictures start off in black and, you know, they just have the sound, so they really grab the audience’s attention right from the beginning. So sound is just such a powerful medium.” – Jayson JohnsonThis week’s guest is a filmmaker and the founder of Strike Five Films, an independent production company dedicated to authentic, character-driven storytelling. A graduate of Eastern Illinois University, he began his career under the mentorship of Francis Ford Coppola, working on the Wine, Daydreams & Memories tour before producing over 1,400 hours of broadcast television for Discovery ID. Since founding Strike Five Films in 2017, he’s written, directed, and produced nine short films that have screened at more than ninety festivals worldwide, earning six awards. His work has been featured in numerous media outlets and is defined by themes of perseverance, community, and creativity.He’s currently in pre-production on his debut feature, R.O.G.E.R & Me, an offbeat, heartfelt film rooted in Richmond, CA, while continuing to mentor emerging filmmakers and expand his mission of fusing storytelling, social impact, and independent artistry. His name is Jayson Johnson, and if you’ve ever wondered how intentional sound can elevate storytelling and make a lasting impact on audiences, you won’t want to miss Jayson’s behind-the-scenes insights and practical tips.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – How Sound Captivates AudiencesWe start things off with the vivid impression sound made on Jayson as a child, and how it led him to a career in filmmaking. “One of the memories I have as a child,” he recalls, “is, you know, you’re sound asleep, and then all of a sudden, the vacuum cleaner goes on… that was kind of like an alarm clock for us, you know, because we always had chores.” He tells us more about his influences growing up and how a lifelong love of movies became a calling. “When I went to college,” he explains, “I had no idea what I wanted to do, so I signed up with Speech Communication, and they had a discipline of Radio, TV, and Film. And I just tried out everything.”(11:27) – Sound Techniques in FilmmakingJayson tells us more about his early years in the industry and how a chance job opening led to an encounter with Sofia and Francis Ford Coppola. “I put out all these resumes, I don’t even know how many I put out,” he tells us. “Probably a hundred or so. No one called me except for this one place, and I said, ‘Oh, it’s a winery. I’ll go there.’ And it happened to be Francis Coppola Winery.” He recalls his work on Sofia Coppola’s Marie Antoinette, and the lessons about sound that Marin Scorsese’s classic Goodfellas taught him to apply to his own films. “We see the cars explode,” he explains, “and Scorsese wants the audience to feel the emotion of that scene by not saying anything and just adding that little pause in there and, you know, letting the audience feel the gravity of the moment.”Episode SummaryExploring how silence enhances emotional depth in storytelling.Jayson discusses the sound techniques he’s used in his films.Tune in for next week’s episode as we talk about how music can transform a film, both for better and for worse, his thoughts about the emergence of AI videos and virtual celebrities like Tilly Norwood, and why he considers sound to be the first step in his creative process as a filmmaker.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

June 17, 202637 min

Sonic Branding: How Sound Shapes Customer Experience with Caitlyn Trevor

“When I do see really powerful sonic branding, it’s impressive. It stands out, you know? There was one I looked at, it was a luxury airline, or it was a luxury-like experience, I want to say. They sold, like, really specific vacations to remote parts of the world that were really luxury experiences and really interesting, and they had a really cohesive sonic branding that wasn’t music. It was just an intentional sound design approach where they had a lot of the sounds of the place, and they really focused on a sense of place. So when it was in Japan, it would be the sound of that water bamboo thing, you know, really magnified. And then the sound of an old wooden gate closing, and then the sound of someone folding a paper crane, like really delicate, beautifully recorded sounds that they would shape into the commercial. And so that wasn’t music, but every single ad had the same kind of vibe of this really intentional, beautiful sound design that evoked a sense of place. And that was just so cool. And so, when I see something like that, I’m like, ‘That’s what you can do. Why are you doing random samples when you could have a really nice effect and memorable impression?’" – Caitlyn TrevorThis episode is the second half of my chat with sonic UX researcher Caitlyn Trevor as we discuss how culture can dramatically change UX impressions, the value of sound in strengthening brand, and her “Sound Effects” series on LinkedIn, exploring the link between sound and behavior.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – Making the Most of a Sonic ImpressionThe second half of our conversation begins with Caitlyn’s findings when it comes to improving on-hold UX phone design, including her discovery that less is more when it comes to automated voice updates and commercials. “You’re like, ‘Oh, thank God,’" she recalls from her research results, “But if it’s just, ‘We want to tell you about our special new…’ You’re like, ‘Oh.’ And so it was a stress thing for them every time they heard a voice, they thought, ‘Oh, someone’s answering.’ And then when it was a commercial, they were extra annoyed by the commercial.” We talk about some other sound design elements that defy common sense, such as research showing that fire alarms aren’t very well attuned to the human brain. “I found that the typical fire alarm is not the most effective,” she tells us. “You know, this kind of house alarm, like, it’s at around 3,000 Hz, really high-pitched. This is not great. A lower-pitched one around, I think it was 500 Hz, is actually more effective at waking people up.”(15:00) – How Sound Changes the Customer ExperienceCaitlyn tells us more about the unexpected results of research into our relationship with sound, including our smartphones. “When you turn off notifications completely,” she notes, “you actually check your phone more than if you leave them on because you have this like, fear of missing out… People who had their phones on mute picked up their phones 48 more times per day and spent 52 extra minutes on their phones.” We talk about what that research means for audio branding and making a positive customer impression, and we discuss the powerful, often-overlooked impact of sonic logos. “There’s an IPSO study as well,” Caitlyn recalls, “that wasn’t actually about sonic branding specifically, but the results were really flattering for sonic branding. It was something like if you have a sonic logo, it increases brand recall by, I think it was like 96%. It was really crazy.”(21:40) – The Future of Audio BrandingOur conversation comes to a close as Caitlyn shares her thoughts on the power of sound and what her research has shown about its impact on the human mind. “I think sometimes, you know, sound is such an afterthought,” she explains, “and people don’t remember that it actually has a really big impact on the experience. I think that’s becoming a bit clearer with people caring more about neurodivergence and sound sensitivity.” She tells listeners how they can get in touch, and adds her advice on how brands can make the strongest and most consistent sonic impression on their customer base. “The more time you spend with stimuli,” she notes, “whatever it is, a song, a picture, the longer you look at it, hear it, the more you like it. So when you’re doing ratings of emotion or, I don’t know, familiarity, likability, that’s going to affect it. But, you know, we know this, and somehow we don’t use it sometimes.”Episode SummaryCaitlin discusses the impact of sonic branding on client relationships.The impact of sound on brand perception, ratings, and customer loyalty.How Caitlin’s research is redefining audio branding and marketing.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

June 10, 202632 min

The Neuroscience of Sound: How Audio Shapes Emotion with Caitlyn Trevor

“Our brain really prioritizes vocal signals. They’re super important to the brain because human communication is a really big priority for us as a species. It’s a deep signal in our brain, right? And so, we were seeing a stronger reaction to the screams than to the music, and that sort of makes sense. There were more intricacies to that, but I can’t really remember the exact brain areas and all that. But it was cool to see that. Yeah, it is sort of mimicking, but our brain really separates them. You know, it may still get sort of a response, a same kind of fearful response, but it’s not going to be as powerful as the voice, um, which makes sense because music is not real, right? There’s a difference between a real stimulus and this sort of artistic one. Yeah, so it was interesting.” – Caitlyn TrevorThis episode’s guest is an award-winning researcher and musician with over a decade of experience studying how people perceive and respond to sound. She holds a PhD in Music Theory from Ohio State University and has published her work in top journals. She was awarded a Marie Skłodowska-Curie Fellowship to study music and neuroscience, and she’s professionally certified in user research. As a musician, she has a Master’s in Cello Performance, has composed an award-winning short film score, and has designed sound for theater and film. At SonicUXR, she leads with both credibility and creative empathy, equipping sound teams with the tools to create more intentional, impactful audio.Her name is Caitlyn Trevor, and her work is reshaping how sound is understood, valued, and designed across industries. If you’ve ever wondered how sound really works on us, this conversation will change the way you listen.As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.(00:00) – Lighting a Musical FireOur conversation starts with Caitlyn’s early impressions of sound, particularly the moment that sparked her love of orchestral music. “I came across on the floor like a little cassette tape and a cassette player, and I popped it in and just hit play while we were chatting, and it was the Lord of the Rings soundtrack,” she recalls. “I was a little too young when it came out, the first one, and I was just captivated by it. I mean, I was like, ‘Wow, what is this?’” We discuss the chance encounter during her musical studies that turned her focus towards music cognition and the neuroscience behind sound. “There was a lecture I went to totally by chance,” she tells us. “It was a new music theory professor, and the lecture was about music cognition, and I had never heard of it before. And I was like, ‘This is just the coolest field I’ve ever heard of.’ And I totally was on board after that.”(15:00) – Pianto Sighs and Psycho ViolinsOur discussion turns to her research on the connection between music and the brain’s primal response to voices. “In sad music,” Caitlyn explains, “there’s something called the pianto topic, which is essentially just a half-step falling motion, like, which is supposed to mimic a sigh. But, you know, that’s quite abstract… Whereas the psycho violin, you know, sounds very much like a scream.” She tells us about the birth of her daughter and how her career shifted from academia to the private sector. “I think a lot of academics are scared that’s going to happen, that it’s going to feel like, I don’t know, maybe they wasted all that time,” she says. “I was prepared that I may not be able to continue doing music cognition, and I’m very happy that that hasn’t been the case. That was surprising.”(21:40) – Putting Audio Theory to PracticeCaitlyn tells us more about her work on UX research, and how it quickly and unexpectedly led to her focus on phone trees and hold-time experiences. “They hadn’t thought about the phone tree for that,” she recalls. “They just mentioned it, like, ‘Oh, and we’re also doing the phone tree and the on-hold music.’ And I was like, ‘Wait, that would be great for me to work on… somebody needs to do UX on that [because[ it’s the worst.’" She talks about the advantage of being able to put her findings to use, something that hadn’t been so easy at the university. “What I like about my new position,” Caitlyn explains, “as opposed to working in academia, is synthesizing it in a way that’s accessible… I never really did that in academia. It was always just about supporting your hypothesis, explaining the results. But now I get to say this research shows me that we should compose it this way.”Episode SummaryCaitlin shares her journey from Lord of the Rings to the science of sound.The evolutionary origins of music and its impact on the brain.Caitlin’s work in UX research and creating a better phone-hold experience.Tune in for next week’s episode as we discuss the results of Caitlyn’s studies into on-hold UX design and phone trees, why unpleasant sounds are sometimes the better choice in automobile UX, and what she’s learned about the long-term return on investment when it comes to sonic branding.Connect with the Audio Branding Podcast:Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.comConnect with me on Instagram - https://www.instagram.com/jodikrangle/Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVOConnect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/Get my Top Five Tips for Implementing an Intentional Audio Strategyhttps://voiceoversandvocals.com/audio-branding-strategy/Editing/Production by Humberto Franco - https://humbertofranco.com/This podcast uses the following third-party services for analysis: OP3 - https://op3.dev/privacy

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Sound in Advertising: Emotion, AI, and Creative Risk with Laney and Matt McCormick

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Music in Film: Why the Wrong Score Changes Everything | Jayson Johnson

Film Sound Design: Why Bad Audio Makes Audiences Leave | Jayson Johnson

Sonic Branding: How Sound Shapes Customer Experience with Caitlyn Trevor

The Neuroscience of Sound: How Audio Shapes Emotion with Caitlyn Trevor

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